Hawes Haunts
Hawes Haunts Branding & Web Design.
Challenge: There are several haunted attractions throughout California. Hawes Haunts needed to stand out among their competition but that was not currently happening with their current website lacking unity, clarity, or a clear sense of identity.
Solution: Working with the directors for the haunted houses, I developed a strategy to first implement a logo design and branding. From there, I designed a simple and impactful website offering users easy navigation and information.
My Role.
In the Fall of 2022, I was hired by Historic Hawes Farms as a contracted Graphic Designer to spearhead the rebranding of Hawes Haunts and revamp their website. It was an exciting opportunity to blend my passion for design with the exhilarating world of haunted attractions. I enjoyed collaborating with the Hawes Haunts team to breathe new life into the brand identity of Hawes Haunts, infusing it with a fresh, captivating aesthetic that will resonate with both existing and new patrons. The chance to overhaul their website was also an invigorating challenge, as I had the opportunity to craft an immersive online experience that mirrors the spine-tingling thrills of their physical attractions.
Research & Analysis.
In researching haunted houses in California, a competitive analysis revealed a diverse landscape of spine-chilling attractions. From historic mansions to abandoned asylums, the state boasts a plethora of eerie locations. However, for Hawes Haunts, the primary focus rested on a haunted corn maze as a unique draw. My analysis delved into the use of color theory and symbology, identifying key elements that contribute to a truly haunting experience.
By incorporating colors like deep reds for blood, sickly greens for radioactive material, and ominous purples for mystery, it was clear that the colors used could invoke a sense of impending doom. Furthermore, my research into symbology unveiled the power of eerie scarecrows, twisted corn stalks, and foreboding crows to intensify the haunting ambiance. This competitive analysis and look into emotions invoked by colors served as a foundation for crafting a unified and truly unique design framework for me as I moved forward with branding.
Logo Process Work.
As I began sketching ideas for Hawes Haunts’ new logo, I was drawn to scarecrows and pumpkins. Hawes Haunts is the main fall attraction at Historic Hawes Farms for Halloween, but the farm itself is well known for its pumpkin patch and corn mazes. With some feedback from the haunt team, I was able to refine my sketches. I pulled in a familiar font style that reflects the popular television series, Stranger Things, with the idea that this nuance would strike a modern vibe and connect with younger audiences.
Digital Renderings.
Next, I needed to decide on a color pallet and once again pulled from the pumpkin patch and familiar Halloween colors of orange and green. One of the attractions for Hawes Haunts is a Zombie Slayer ride and has to do with toxic waste, so a striking, radioactive green works well, while the orange plays on the pumpkins they’re so well known for at the farm.
Working in Adobe Illustrator, I played around with several different layout options, working with the typography layout and logo placement.
Final Logo.
At this time, the haunt team did not require logo variations. Moving forward, if that’s something they want, I can see using an orange highlighted ‘H’ and a green highlighted ‘H’ as well as the pumpkin head for simple use cases such as for a favicon.
This logo is successful because it is distinguished from other haunted attractions in California. The colors and imagery are connected to the farm and the typography lends itself to a modern, youthful crowd while still being relatable to all ages.
Web Design .
Next, I worked to integrate Hawes Haunts’ new branding and logo into their website. I began by mapping out the site by prioritizing their landing page and simplifying their main navigation. I created a page for tickets that is separate from a descriptive page with detailed information about their haunted attractions. I re-formatted each page and added their new branding color pallet as well. Images were licensed through Adobe Photostock and the website was built in Wix. In the video, I take you through the various pages of the website, skipping the navigation for Hawes Farm since that takes you to the Historic Hawes Farms main website.
This site is successful because it ties in well with the new logo and branding by creating a sense of unity through color, typography, and imagery. Although I do not have screenshots of the website prior to my redesign, the old website lacked unity, was cluttered and the images used were cartoonish and outdated. The haunt team expressed that they wanted it to feel “less kiddish” and “more scary and modern”. Ultimately, they were very happy with their new website:
“It just feels like everything works together. You understood what we were saying and listened to our feedback. This is exactly what we wanted and more.” - Erika Warmington, Hawes Haunts Creative Director